Ornelas & Associates received the 2001 O'Toole Multicultural Award last week at the national meeting of the American Association of Advertising Agencies in Naples, Fla.
The 4A's singled out Ornelas based on the agency's television work for clients Budweiser and Nissan and radio spots for Michelob Lite and the Dallas Mavericks basketball team.
It is the first year that the 4A's has combined its minority categories into a single award for advertising targeting ethnically diverse consumers.
"We were particularly proud our work was chosen from a much more competitive category," said agency president and chief executive officer Victor Ornelas.
The Dallas agency plans to use the $25,000 prize accompanying the award to start a scholarship fund for Latino college students pursuing a degree in advertising or marketing communications.
With matching funds from the agency and client contributions, Ornelas has set a goal of raising $1 million over the next 10 years.
"Since we founded the agency, one of our core values is to do what we can to improve the state of our community," said Ornelas. "And education is one of the most important things."
The Ornelas Advertising Scholarship fund will be administered by the Communities Foundation of Texas. The group will select scholarship winners on the basis of academic ability as well as community involvement.
The first scholarship winner will be selected late this year for the 2002-03 school year.